Every summer since 2011, Budweiser has touted its allegiance to America by rolling out packaging with patriotic themes. Its beer cans and bottles have featured the Statue of Liberty’s crowned head or raised torch. The red, white and blue stars and stripes have been presented in various slanted angles and patterns. This summer the self-proclaimed “King of Beers” has boldly gone where no brand has gone before. It dropped the renowned Budweiser logo completely and replaced it with the generic name “America.” Before you decide this is branding suicide, consider the rationale.

Budweiser was founded by Anheuser-Busch in St. Louis, Missouri, around 1870. Adolphus Busch named his beer Budweiser to appeal to German immigrants like himself. He modeled the beer after a Bavarian lager made in the German town of Budweis, founded by King Ottokar in 1245. King Ottokar actually coined the slogan “The Beer of Kings.” Also, in what is now the Czech Republic, the name Budweiser name had existed in Budějovice since the 16th century. In fact, there is still a Czech beer called Budweiser Budvar.
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